What makes a great brand?

We love celebrating amazing brands. A truly excellent brand is a work of art. They take incredible expertise and knowledge to craft, and even more care to maintain.

It’s difficult to define what makes a great brand, though. After all, every brand is unique in its own way. In this blog, we’re going to define what we think are the key ingredients required to create an effective and powerful brand.

Do you need help with your branding? Maybe your assets are out of date? Are you worried about the strategic direction of your brand? At redPepper, we’ve helped hundreds of companies develop and improve their branding. Give us a call, email us, or send us a message on social media. Let’s create a great brand, together!

Knowing their audience

Great brands will always have a comprehensive understanding of their target demographics. Knowing precisely who they are targeting makes it a lot easier to produce effective marketing and provide a quality brand experience.

Not sure who your target audience is? You need to find out. You can do this in a number of ways, such as market research, both traditional and digital, website and search engine analytics, competitive analysis, and more.

If you’re just starting out, you might not have access to this data. You will need to research the key demographics of the market your brand operates in, and how your potential competitors target and market their products.

A properly targeted brand will enable you to create a brand identity that resonates with an audience. In general, you don’t want to target too many demographics, as your brand could become too generic and fail at effectively targeting anyone!

Consistency of service

Your brand’s marketing means nothing if it can’t be backed up by the quality and consistency of its service.

If your marketing promises a certain level of service, it’s imperative that you achieve this every time a customer walks through your door or connects to your website. If this service is inconsistent from visit to visit, such as an obvious drop in quality, customers will start moving to your competitors.

If you create a brand backed up a consistent service, customers will come back again and again. They know what to expect from you and they know they’ll get the level of service they’re after, no matter what.

Something unique

To create a truly memorable and successful brand, you need something unique. This is that special something that separates your brand from the rest. It doesn’t have to be something ground-breaking or revolutionary, but it has to be something that makes your brand different and exciting.

These unique features come in many, many different forms; unique selling-points, price-match promises, charitable donations, delivery times, innovative products or services, etc. The list goes on and on.

It’s important that you identify what is going to make your brand unique as early as possible. This lets you build the brand and it’s offering with this uniqueness in mind, right from the start.

Reaching a large audience

Any successful brand needs to be able to reach and talk to their audience. If you’re a small brand, this might seem like a difficult task. Large brands can pay for expensive advertising, such as television, popular radio, and international magazines & publications.

There are ways to reach a large audience, though, even if you’re on a tight budget. The popularity and accessibility of social media means that even the smallest brands can reach large amounts of people with relative ease.

By focussing on platforms such as Facebook, Google, and Instagram, you can build a brand presence far easier than through more traditional means. You’ll need to build a captivating page, engaging organic content, and be prepared to spend a bit of your budget on some paid advertising.

Confused about where to start with social media or pay-per-click advertising? Give us a call! There’s nothing we love more than working with brands to develop their online presence.



Content Marketing Manager